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February 09, 2018

Jordan Brand 2018 NBA All-Star Preview

Following the unveil of the first-ever Jordan Brand NBA All-Star Edition uniforms, the brand will welcome a new generation to experience greatness during basketball’s mid-season spectacular.

Evolution of greatness

Thirty years ago, Michael Jordan cemented his place in NBA All-Star history when he leapt from the free throw line during the 1988 Slam Dunk Contest.

He did this while wearing the now-iconic Air Jordan III White Cement. He added another layer to his legacy later that weekend by earning All-Star Game MVP honors in the Black Cement colorway. These performances left a lasting impact on All-Star Weekend, and this year Jordan Brand celebrates the evolution of the man from athlete to icon by officially placing the Jumpman on the chest of this year’s NBA All-Stars.

During NBA All-Star Weekend, Jordan Brand will bring together a new generation with global product launches, elevated experiences, co-creation opportunities and community engagement all in celebration of the Jumpman’s higher standard of greatness.

Today's Greatest

Representing their teams on the big stage with the iconic Jumpman on their chest, six Jordan Brand family members have been selected to play in the NBA All-Star Game. Additionally, Jordan Brand family member Victor Oladipo will compete in Saturday's Slam Dunk Contest.

  • LaMarcus Aldridge​
  • Jimmy Butler
  • Andre Drummond
  • Victor Oladipo​
  • Kemba Walker
  • Russell Westbrook

 

honoring moments of greatness

The Jordan Brand All-Star product lineup represents moments of greatness from the past and present. The product offering includes the 30-year anniversary of the Air Jordan III Black Cement, Air Jordan III Free Throw Line, Russell Westbrook’s Why Not Zer0.1 Two-Way and City of Flight, Air Jordan XXXII Free Throw Line and more. The brand has partnered with Foot Action’s 749 S Broadway location, House of Hoops Hollywood and Highland, the Nike East LA Community Store, Nike The Grove, Nike Santa Monica and SNKRS to showcase key products throughout the weekend.

Celebrating greatness in the community

The Jordan Family Block Party will be open to the public and hosted at the Nike East Los Angeles community store on Saturday, February 17, from 10 a.m. to 5 p.m. PT. This community celebration of greatness will feature product customization, athlete appearances, on-court experiences and more.

creating greatness together

Jordan Brand's Studio 23 space will give the next generation an opportunity to collaborate and co-create with Jordan Family members and friends of the brand that represent greatness in art, music, style and culture. This space is also a platform for LA’s established and rising cultural creators to showcase their talents. Select Studio 23 experiences will be RSVP only; others will be limited first-come, first-served access. Stay tuned to @jumpman23 on Twitter for more information.

inspiring greatness

The Jordan Wings Community Program announces its expansion into the city of Los Angeles with six new partners who will continue the program's efforts to inspire young students in the classroom and beyond.

  • College Track (Watts location)
  • Community Coalition
  • Heart of LA​
  • InnerCity Struggle
  • Social Justice Learning Institute
  • Youth Mentoring Action Network

These new partners will be welcomed with exclusive access and experiences throughout the brand’s All-Star Weekend events.

Learn more about Jordan Wings here.

tomorrow's greatest

As the world’s greatest prepare to play in the All-Star Game, LA’s neighborhood stars are cementing their legacy through their high school basketball playoff journey. Jordan Brand will join the celebration of its six sponsored LA high schools at a playoff selection experience this Sunday and at playoff games throughout the week.

representing hometown greatness

Like the NBA All-Stars, players in the All-Star Celebrity Game will also be outfitted in Jordan Brand uniforms. The two teams will wear uniforms inspired by Los Angeles hometown teams, the Lakers and Clippers.